Search Engine Optimisation
Absorb helped Sky to cut costs on their combined search advertising spend (PPC and SEO) through a number of on-site search engine optimisation enhancements. We helped to shape and manage this evolution and our work resulted in Sky being able to transition some of its marketing spend from the paid search channels to free organic search.
Following our SEO improvements Sky’s cost per acquisition was as much as 75% cheaper than the equivalent PPC acquisition cost, meaning Sky had to spend far less in order to continue achieving their acquisition goals.
Development with Sky
Sky TV, the largest satellite TV service provider in the UK, required a team to facilitate some of its internal marketing functions working on their transactional website packages.sky.com . The Absorb team based internally at Sky headquarters in West London were responsible for homepage management, extensive content management of Sky’s programming assets which evolved around channel specific program promotional campaigns through to full Sky Brand campaigns (implementation of seasonal brand campaigns and Sky+ and Sky+HD product related campaigns.
We also provided copywriting and social media services through other area’s of the business such as Sky1 and Sky Arts.
Program Management
Not only were we responsible for internal management of the Sky Programming Assets, Absorb were also responsible for the day to day management and liaison with Sky’s creative agency AKQA. There was a close working relationship with AKQA and Sky where close management of budgets and timelines on both sides needed to be adhered to in order to meet technical and live campaign deployment deadlines.
Absorb were also involved in extensive redevelopment of the packages.sky.com platform during which time the Sky “Buy Page” was extensively redesigned in order to enable smoother package configuration, coupled with dynamic basket functionality, and creation of up-sell message functionality through the newly optimised checkout process.
